As consumers continue to scrutinize business sustainability actions and new product developments, there remains an increasing need to be transparent with more credible information. Labeling a product or service with basic eco awareness just doesn't cut it. In fact, research shows that 70% of consumers do not feel confident that they can clearly identify which companies are environmentally responsible, and six in ten consumers (59%) are skeptical about the environmental claims companies make. So what are companies to do?
The recent post from GreenBiz, 4 Pitfalls to Avoid in Green Marketing, offers some high-level guidance to companies making claims and communicating actions. The post focuses on the perceptions of stakeholder as a driving force for marketing. Rather than pushing information, it is advised that a company must be engaged in the thoughts of its customers. Let face it, not all groups think the same way and perceptions most definitely change over time.
“Public opinion about the environment shifts constantly; it’s tough to calibrate your green marketing efforts when each new opinion poll reports different results…Green marketers need to find a balance between changing someone’s mind and reaching them within the framework of their beliefs.”
At Taiga Company, our sustainability consulting focuses on the propagation of sustainable actions, and we work with clients to effectively build stakeholder engagement strategies and communicate business sustainability successes. We encourage business to provide even greater transparency into the implementation of sustainability concepts in core business functions.